A dual licensing programme exists that targets –
a) Children 6-11
The programme uses ‘classic’ comic art including front covers , character art & all over prints.
Weekly and monthly comics The Beano & Dennis & Gnasher, are home of some of the UK’s best known characters:
Dennis & Gnasher
The Bash Street Kids
Minnie the Minx
Beryl the Peril
Roger the Dodger
Published since 1938, The Beano is available in newsagents, supermarkets and travel outlets. It is supported by in-store POS and POP materials.
There are also best selling Annuals published at Christmas and more recently in the Summer.
The Beano Annual sold 270 000 copies in 2012 and was number one in the market.
The Beano is a household name and an instantly recognised brand.
Beano characters are often referred to in newspaper cartoons and used as questions on TV quiz shows. Private Eye famously parodies Boris Johnson in a Beano inspired strip as Beano Boris.
Dennis & Gnasher have benefitted from a new animation series currently running on BBC TV. This has helped introduce the characters to a new audience.
Quarter 4 2013 sees 52 new episodes and 52 short form programmes launching on CBBC and this will be a major part of their schedule.
There are over 40 Beano licensees including: Robert Harrop with a range of Beano and Dandy resin collectable figurines; Ashley Wilde for Bedding; Wild & Wolf for stationery, giftlines and one off accessories like a Beano branded leather football; Lagoon Games for after dinner games & puzzles; Gibson’s for jigsaws; Comic Art for screenprints; Hype for greeting cards and Rose for confectionery.
The Beano features prominently in London’s Cartoon Museum with the museum showcasing original comic art and artefacts.
Dr Martens have launched a range of Beano branded footwear – a new range will launch in 2014.There
Raleigh are launching a Beano Chopper – as a a limited edition combining two iconic brands.
Other notable activity has included a promotional partnership with The National Trust which saw Beano characters ‘take over’ a number of National Trust properties which resulted in a great deal of media coverage. This promotion won a UK Licensing Award.
The Beano has been TV advertised in 2013.
Licensees can also access The Dandy for licensing which encompasses characters such as Desperate Dan.